Congratulations! If you’ve nailed your positioning, you’re in a rare and enviable spot. But when positioning is strong, it’s tempting to sit back and let it do its magic. That’s understandable but risky!
Why? Markets change, new competitors emerge, and even loyal customers can be swayed if we don’t keep our positioning fresh and relevant.
In this post, I’ll walk you through 5 actionable strategies to help you strengthen, safeguard, and expand on your existing positioning so that it continues to drive your success.
1. Reinforce Through Consistency
Strong positioning thrives on consistency across every interaction. When your message is clear and repeated in every channel, customers don’t have to think twice about what makes you unique.
Consistency isn’t just a best practice; it can increase revenue by up to 23% by keeping your brand presence strong and memorable for customers
Examples to Put Consistency into Action
- Onboarding Emails: Use these to highlight the key attributes of your positioning. If you’re positioned as “the fastest cybersecurity tool for small businesses,” share “quick-win” tips that emphasize speed from the start.
- Sales Scripts: Train sales teams to underscore what makes your product stand out and repeat it during their calls. A script might include phrases like, “With setup in under 10 minutes, you’re fully protected in minutes.”
- Customer Support: Set customer service standards that echo your positioning. If “efficiency” is central, prioritize metrics like response and resolution times.
- Website Copy: Ensure all copy—from homepage to product pages—uses language that aligns with your positioning, like “Results in minutes” or “Immediate security without the hassle.”
The more consistently you reinforce what makes you unique, the more likely it is to stick in customers’ minds.
2. Build on Customer Advocacy
Happy customers are the best advocates for your positioning. They can often describe your value in ways that feel fresh, genuine, and relatable to prospective buyers.
Statistics show that 92% of consumers trust recommendations from people they know, and 70% trust consumer opinions posted online.
Customers who come in through referrals also have a 37% higher retention rate, making advocacy not just a marketing tool but a driver for long-term growth.
Steps to Boost Advocacy
- Case Studies: Create stories that focus on how your product’s unique traits have helped real customers. If “ease of use” is your positioning, showcase customers who quickly implemented your solution and saw immediate benefits.
- Social Proof Campaigns: Develop a branded hashtag for customers to use when sharing their stories. For example, a hashtag like #SecureInMinutes could let users share specific benefits of your cybersecurity product.
- Video Testimonials: Ask customers to submit short video clips explaining how your product saved them time, streamlined their processes, or made their work easier.
- Referral Program: Reward loyal customers for bringing in referrals, reinforcing that choosing your product was the “smart” or “easy” choice. A well-structured referral program that echoes your positioning message can increase trust and engagement with new audiences.
Strong advocacy builds credibility around your position, which is invaluable in today’s market.
3. Defend Against Competitors
A strong positioning will attract competition. As others attempt to emulate your success, reinforcing your uniqueness is key to staying top of mind with customers.
Actions to Defend Your Positioning
- Comparison Charts: On your website, display comparison tables that highlight your advantages. If you’re positioned as “the affordable enterprise analytics tool,” list features that customers get with you at a price competitors can’t match.
- Dedicated Comparison Page: Develop a “How We Compare” page that spells out your main advantages. Make your benefits clear so potential customers don’t feel the need to keep researching.
- Content Updates: Regularly publish updates on competitors and market trends, such as blog posts or emails, to show your product as the affordable, full-featured option even as the market evolves.
- Customer Retention Campaigns: Keep customers loyal with renewal discounts or loyalty programs that reward staying with a solution that fits their needs best.
When customers can see the clear value of staying with you, they’re less likely to be swayed by new entrants or price wars.
4. Expand Within Your Market Frame
With a strong positioning, you can look at additional ways to deliver value to the same target audience. Expansion within your current market frame can reinforce your expertise and make customers more loyal.
How to Expand Your Market Position
- Feature Extensions: Think about lightweight features that complement your core offering. If simplicity is your core positioning, consider adding an easy calendar integration or a streamlined project dashboard.
- Content Partnerships: Partner with brands that align with your positioning to create content or resources that reinforce your expertise. For example, a project management tool positioned around simplicity could partner with minimalist productivity bloggers for co-branded guides.
- Cross-Promotions: Look for complementary software partners for bundled offerings. A “productivity toolkit” bundle could underscore your tool’s simplicity when combined with other tools that share this focus.
- Enhanced Onboarding Experience: Add optional onboarding tracks for new features. This keeps the focus on simplicity while introducing additional value to customers who are ready to explore further.
Expanding in a way that aligns with your current positioning can enhance customer loyalty without complicating your message.
5. Assess and Adapt for Changing Markets
Even with strong positioning, it’s essential to monitor changes in the market and customer needs to avoid falling behind. This includes staying ahead of trends that might affect how well your positioning resonates with the audience.
Adapt Your Positioning with These Steps
- Customer Feedback Loops: Regularly engage top customers to learn about their evolving needs and trends. For example, if your CRM for startups receives feedback on AI-powered insights, you can evaluate this as a potential area for enhancement.
- Market Research: Set up Google Alerts or competitor tracking to stay on top of market changes. This lets you know about any major moves by competitors or emerging features that might shape customer expectations.
- Pilot Programs: Before a full rollout, test new features with a group of select customers to see how well they align with your positioning. If data analytics becomes popular, for instance, beta test an analytics dashboard with key users first.
- Announcement Strategy: When you do make changes, announce them with context that frames your product as aligned with your core values—“The CRM built for growing B2B startups”—so that customers see you’re still rooted in the same strengths, even as you adapt.
By keeping an eye on evolving customer needs, you stay relevant without compromising the positioning that brought you success.
Wrapping Up
Strong positioning isn’t the finish line—it’s the foundation for everything you build. By consistently reinforcing, expanding, defending, and adapting, you can maintain your position and evolve alongside your market. Customers will remember why they chose you in the first place and stay loyal because you continue to meet them where they are.
So, if your positioning is already solid, don’t stop there. Keep strengthening it with intentional actions that ensure it serves as the driving force for growth.
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